What’s in a name? More than you can imagine, apparently, especially when it comes to brands. Daimler’s financial branch in the US, aptly name Daimler Financial Services, will no longer be called as such. The German premium car manufacturer has to decided to do away with the old name and in with the new—Mercedes-Benz Financial Services USA.

Business partners need not worry as to whether the name change will affect ongoing contracts or operations. Business is usual for the US company, providing financial services for all of Daimler’s operations in the US, namely Mercedes-Benz USA, Smart USA and Daimler Trucks North America.

The company wanted to start with a ‘clean sheet of paper’ style to end the recent reorganization that was triggered by their extraction from the now-defunked DaimlerChrysler Financial Services Americas from 2007.

Mercedes-Benz Financial Services USA CEO Franz Reiner says the renaming of their company marks their greatest opportunity to foster a business identity that in line with the current success of the Mercedes-Benz brand. Despite the recent economic turmoil that enveloped the automotive industry the previous year, the company was able to keep its head above the murky waters, as seen by its performance during its first year in business.